Lloyds has launched a light-hearted new ad to highlight new features in its app, after debuting its new brand position earlier this month.
Launched on 28 October, the “Best Grandparents” ad features a grandfather who goes on holiday with his family and grows increasingly frustrated as he is expected to pay for everything. However, on the plane home, he uses a new feature on the Lloyds app to request money from everyone.
The ad highlights the Link Pay feature, which makes it easy for customers to request payment from other people.
The main spot, created by adam&eveDDB, will run across TV, VOD and cinema from 28 October until mid-November, supported by additional creative across radio, digital and social media. Media planning and buying was handled by Zenith.
Suresh Balaji, CMO at Lloyds Banking Group said: “The launch of our new Link Pay app feature is incredibly exciting, and just one of the ways we’re giving more financial tools and better experiences to our customers.
“Its launch also presents another compelling example of how our app is putting the power of finance in people’s hands, and we’re excited to showcase it through our ‘Power To Do It All’ campaign.”
“Our new ‘The Best Grandparents’ TV ad wonderfully highlights how Link Pay offers our customers an easy way to request money they’re owed by friends and family without the need for those awkward conversations.”
The ad is part of the bank’s new brand position, ‘Lloyds Moves Everyone Forward’, launched in early October.
Undertaken by Lloyds with the help of consultancy Wolff Olins, the platform is built around the idea that most people have financial steps they need to take, but many struggle to do so. The new brand includes a reinvigorated colour palette with a new sense of ownership of the Lloyds green, a new tone of voice emphasising Britishness and a photography style mirroring modern culture.
The campaign coincides with a wholesale redesign of the Lloyds mobile app, which brings all the bank’s features together in one place.
Another Lloyds Banking Group brand, Scottish Widows, also announced recently it was updating its mobile app.
The pension provider said it will invest £100 million in digital technology, including revamping its app for its workplace customers. Changes made already include a new gamification feature, for which the brand is recruiting a full gamification team, as well as digital tools and open finance functionality.